Mastering the Art of Email Marketing

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In today’s digital age, email marketing remains a stalwart of the marketing world. While it’s been around for decades, its importance and effectiveness in reaching and engaging customers continue to evolve. Sending generic emails to an entire subscriber list is no longer a winning approach. To stand out in crowded inboxes and deliver real value to subscribers, businesses must embrace a strategic approach that includes campaign flows, behavioural triggers, and value-added emails. Within this blog, we delve deeper into each of these, exploring the multifaceted strategies that will help position your business for success. 


The Evolution of Email Marketing

Email marketing has come a long way over the years. In its early days, it was primarily used for mass promotions and sending one-size-fits-all newsletters. However, today’s email marketing is far more sophisticated and customer-centric. Merely flooding subscriber inboxes with generic messages is akin to casting a message in a bottle into a vast sea of information. We explore how to strategise your email marketing efforts to avoid ineffective mass emails. 

Segmenting Your Audience

First up, segmenting your audience. One of the fundamental shifts in email marketing is audience segmentation. Rather than sending generic messages to everyone on a list, you should now segment email lists based on various criteria; such as demographics, purchase history, and engagement levels. This allows for highly targeted and personalised communication which greatly improves your engagement and conversion rates.

Campaign Flows: Nurturing Relationships

Campaign flows, also known as email automation or drip campaigns, play a crucial role in building and nurturing relationships with your subscribers. They involve sending a series of emails to a subscriber based on specific triggers or events. Here’s a few campaign flow options and why they are essential: 

Onboarding Sequences: When a new subscriber joins an email list, it’s essential to make a positive first impression. An onboarding sequence can introduce your company’s brand, set expectations, and guide the subscriber on their journey with you. 

Nurture Leads: Campaign flows are a powerful tool for lead nurturing. By sending a series of educational and value-driven emails, you can gradually warm up prospects and move them closer to making a purchase decision.

Abandoned Cart Recovery: If a subscriber adds products to their cart but doesn’t complete the purchase, an automated sequence of reminders and incentives can help recover lost sales.

To summarise, campaign flows, whether through onboarding sequences, lead nurturing, or abandoned cart recovery, are indispensable tools in today’s digital marketing landscape. They enable you to establish meaningful connections with subscribers, guide them through their journey, and ultimately drive sales. By harnessing the power of email automation, you can not only enhance customer relationships but also boost your bottom line. So, remember, to leverage these campaign flow opportunities wisely, keeping your product offering and industry specifics in mind to achieve lasting success in your email marketing efforts


Behavioural Triggers: Personalisation at Its Best

Behavioural triggers take email personalisation to the next level. These triggers are based on the actions and behaviours of individual subscribers, allowing you to send emails that are highly relevant and timely. Some common behavioural triggers include:

Welcome Series: Triggered when a new subscriber joins your email list, this flow typically consists of a series of emails that introduce your brand, set expectations, and guide the subscriber on their journey with you.

Abandoned Browsing: If a subscriber visits your site but doesn’t make a purchase, you can send them personalised product recommendations or exclusive offers related to their browsing history.

Order Follow-Up: After a customer makes a purchase, you can follow up with related product recommendations, upsell offers, or requests for reviews and referrals.

Harnessing the power of behavioural triggers can elevate your email personalisation efforts to new heights. By tailoring your messages based on individual subscriber actions and behaviours, you can deliver emails that are not only highly relevant but also timely. Whether it’s through welcome series, abandoned browsing, or order follow-up emails, these triggers enable you to engage with your audience on a more personal and meaningful level. So, as you implement these strategies, you can expect to build stronger customer relationships and drive better results in your email marketing campaigns


Value-Add Emails: Beyond Promotions

While promotional emails have their place, value-added emails are equally important. These emails are designed to provide genuine value to your subscribers without the immediate expectation of sales. Here are some types of value-add emails:

  • Educational Content: Sharing informative blog posts, how-to guides, and industry insights positions your brand as a valuable resource and fosters trust.
  • Newsletters: Regular newsletters can keep your subscribers informed about industry trends, company updates, and relevant news.
  • Exclusive Content: Offer subscribers access to exclusive content, such as eBooks, webinars, or whitepapers, in exchange for their continued engagement.


Email Marketing in 2023

2023 has been a significant year when it comes to how businesses are utilising emails in their marketing mix. Take these learnings we’ve experienced to push your email channel to new heights.

  1. Personalised & Hyper Segmentation: As consumers expect more personalised content, email marketers including us here at Brave, have fully invested in adopting advanced segmentation techniques and dynamic content to tailor messages to individual preferences. 
  2. AI & Automation: Artificial intelligence and machine learning will continue to play a pivotal role in email marketing. AI-driven predictive analytics can help optimise send times, subject lines and content for even better engagement. 
  3. Accessibility & Inclusivity:  A greater emphasis has been placed on making emails accessible to everyone, including those with disabilities, through improved coding practices and design. 

The email marketing landscape is continually evolving and new trends will emerge as technology and consumer behaviour change. To navigate this ever-evolving terrain successfully and effectively, it becomes imperative to maintain a keen vigilance over these developments. Engaging with a specialised marketing agency for email campaigns can be highly beneficial. Here at Brave, we are equipped with the expertise and deep understanding of industry trends. We can strategically position your business to maximise its potential, keeping your marketing efforts both innovative and adaptable to shifting market conditions. 

Written byCharlene James

Google Partner
Facebook Marketing Partner
Microsoft Ads